About Performance Metrics

Compare your performance against collections of reliable industry metrics, all in one dashboard.

What metrics are included?

Performance Metrics includes hundreds of data sets with thousands of individual measures of performance data across seven channels—Display, Email, Mobile, Retail & Ecommerce, Search, Social Media and Video.

Who do we anticipate will use it?



managing ad campaigns across these channels



teams overseeing online sales and direct response ad campaigns



teams managing email marketing



at agencies seeking data for pitch decks and review decks

What metrics are included?

DisplayEmailMobileRetail & EcommerceSearchSocial MediaVideo
Clickthrough Rate (CTR)Average Order ValueAverage Order ValueAdd-to-Cart RateClickthrough Rate (CTR)Clickthrough Rate (CTR)Clickthrough Rate (CTR)
Conversion RateBounce RateClickthrough Rate (CTR)Average Order ValueConversion RateConversion RateCompletion Rate
Display TimeClick RateCompletion RateAverage Page ViewsCost per Click (CPC)Cost per Click (CPC)Impressions
Expansion RateClick-to-Open RateConversion RateAverage Spent per VisitImpressionsCost per EngagementIn-View Time
Expansion TimeConversion RateCost per InstallAverage Visit DurationMarket ShareCost per ThousandTime Spent
ImpressionsOpen RateCost per PurchaseCart Abandonment RateSpendingCost Per View (CPV)Viewability Rate
Interaction RateRevenue per EmailCost per RegistrationConversion RateImpressionsViewable Completion Rate
Interaction TimeUnsubscribe RateCost per ReservationMarket ShareViews
SpendingCost per SubscriptionSpending
Viewability Rate
by Ad Sizeby Day of WeekMobile Appsby Deviceby Browser/OSby Campaign Objectiveby Ad Length
by Deviceby DeviceMobile Commerceby Operating Systemby Deviceby Deviceby Campaign Objective
by Formatby Email ClientMobile Displayby Traffic Sourcesby Formatby Industryby Content Vertical
by Industryby IndustryMobile Emailby Verticalby Industryby Social Networkby Device
by Purchase Methodby Message TypeMobile Searchby Search Engineby Industry
by PersonalizationMobile Socialby Pricing Model
by Subject Line LengthMobile Videoby Purchase Method
by Time of Dayby Targeting Criteria


Consistent with eMarketer's core methodology, eMarketer’s researchers aggregated data from hundreds of industry sources to develop the datasets listed in the Performance Metrics tool.

Methodology Icon

The data is from third-party sources, including:

  • Research firms that monitor performance metrics.
  • Email service providers.
  • Advertising networks.
  • Ecommerce companies and other technology companies that monitor and publish metrics for media on their networks.
  • CRM providers that track performance metrics.

eMarketer’s research team rigorously evaluated each source's methodology and eventually reached a high level of confidence in data from the 34 sources included in the tool.

List of Sources

  • Alphabet
  • Chartboost
  • Cheetah Digital
  • Criteo
  • Epsilon
  • Extreme Reach
  • FreeWheel
  • GetResponse
  • Innovid
  • Kenshoo
  • Liftoff
  • Litmus
  • MailChimp
  • Marin Software
  • Meetrics
  • Merkle
  • Moat
  • Monetate
  • Nanigans
  • Ooyala
  • RetailNext
  • Return Path
  • SaleCycle
  • Salesforce
  • Sendgrid
  • Sign-up.to
  • Smaato
  • StatsCounter
  • Vision6
  • Yesmail Interactive


  • 1 Interactive Charting

    Select and compare different metrics side by side

  • 2 Exportable Data

    Download all the selected data to Excel

  • 3 Downloadable Charts

    Export the chart as a PNG